In Front Row at H&M’s Spring Fashion Show

NEW YORK H&M today breaks its spring “Catwalk” campaign, featuring models Heidi Klum, Carmen Cass, Michelle Alves, Aline Nakashima, Yasmin Warsame, Jessica White, Fernanda Taveres and Maja Latinovic.

Print ads photographed in New York by Ellen von Unwerth aim to give shoppers an intimate look at the making of a fashion show—from behind-the-scene images of hair and makeup preparations to the finished looks that grace the runway.

In the U.S., print ads will appear in the April and May issues of magazines such as Cosmopolitan, Essence, Glamour, Lucky, Elle, Paper and Nylon, and in metro periodicals such as Time Out New York, The Improper Bostonian, Philadelphia Magazine, Chicago Magazine and Washington D.C.’s City Paper, among others. Outdoor advertising will include billboards in high-traffic areas of Chicago and New York. H&M’s Web site will heavily promote the campaign as well.

In-store elements supporting the clothing retailer’s “Catwalk” effort will be on display beginning March 12 and will include shopping bags showcasing images from the campaign. During the nine-week push, window displays will be changed on a regular basis to give customers the feeling of sitting in the front row at an H&M fashion show.

Ads were created by H&M’s in-house advertising agency, Red Room in Stockholm, Sweden. Campaign spending was undisclosed.